MicromediaThe next big, small thing

Matt DickmanDirector of Digital Marketing, Fleishman-Hillard

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On with the show

We live in a world of macromedia

Macromedia = Frenetic, generic content

Delivered how they want

So, what is micromedia?

AKA micro-blogging

No, not that kind of micromedia

We have to look hard

We have to look below the surface

is twittering: tiny phone keyboard = typos.

Personal

User generated

Nearly instant/real-time

Super connected

Short (140 chars, 30 second video,

photos, 10 second audio)

Example

Minnesota bridge collapse

Bridge collapses - 6:00pm

29 minutes

45 minutes

45 minutes

49 minutes

Mainstream media finally catches up

Some alert friends

1 hour 42 minutes

Some ask questions

3 hours 8 minutes

Some reflect back

People upload pics from the field

Multi-platform

Multi-format

Text, audio, video, photography

Mobile is key

US mobile content consumption (1000s)

Source: M:Metrics 2006

US mobile content consumption (1000s)

Source: M:Metrics 2006

US mobile content consumption (1000s)

Source: M:Metrics 2006

US mobile content consumption (1000s)

Source: M:Metrics 2006

US mobile content consumption (1000s)

Source: M:Metrics 2006

US mobile content consumption (1000s)

Source: M:Metrics 2006

Camera phone impact% Penetration

Source: M:Metrics 2006

Camera phone impact% Penetration

Source: M:Metrics 2006

Open platforms

Embed anywhere

Opportunities for marketers abound

Listen

Research

Broadcast

Promote

Respond

Conversations

Better late than never

Thank you.

Presentation will be available for download at http://technomarketer.typepad.com